This document discusses the future of social CRM and how brands can leverage social media to better understand customers. It provides examples of how some leading brands like Moosejaw and 1-800-Flowers are using social data combined with transactional and relationship info to improve segmentation, target communications and offers, and reward customer involvement. The document also explores enabling platforms that can help aggregate social data and notes implications for the future, like vendor relationship management and consumer-to-business commerce.

1. The Future of Social CRM September 28, 2011

2. Background CRM Grounding Social Opportunity Brand Examples Enabling Platforms Futurist Speculation 2 3 4 11 16 26 35

3. Who is C-K? Who is this guy? 3

4. CRM Level Set 4

6. Data

7. Segments

9. 7 RFM has long been applied as an alternative to segmenting a customer base by demographic means. Transactional

10. 8 Recency —The most recent customers Frequency — The most frequent customers Monetary — The biggest-spending customers

12. visit

13. open

14. click-through

15. post

16. connect

17. share

18. subscribe

20. Social Opportunity 11

21. 12 From uniform to composite views

22. Leverage the combination of behavioral information to understand where opportunity exists. Value TRInity segmentation Relationship depth and breadth of the brand relationship Transaction recency, frequency and monetary attributes Influence consumers’ social impact and authority

23. 14 To recognize influence, leverage available tools Tap into their APIs to determine the relative influence potential Email forwarding

24. T: $ R: Access I: Advocacy 15 Individually, any of these segmentation approaches can work, but together, TRInity enables BOTH intelligence AND actionability

25. Some Leading Brands 16

26. 17 Moosejaw

27. 18 Rewarding “involvement”

28. 19 Unique reward opportunities Reimbursement promotion

29. 20 Connecting data

30. 21 Relationship Fan-gated for access Loyalty member capture

31. 22 Creating involvement

32. 23 1-800-Flowers.com

33. 24 Tied directly to rewards program

34. 25 Domino’s

35. Enabling Platforms 26

36. 27 Research and connection

37. 28 Create Micropinions Give Rewards Get Research

38. 29

39. 30 Reward “attention”

40. 31 Walk-in rewards Daily deals Scan rewards Redemption

41. 32 Major brands CW Partnership

42. 33 Real-time Marketing

43. 34 Aggregate public posts and check-ins to help brands reach customers

44. Social CRM Future 35

45. 36 Implications

46. 37 Vendor Relationship Management

47. 38

48. 39 C2B Commerce

49. 40 Thoughts?

50. After 41

51. 42 Click-Depth Index (Ci) is the percent of sessions having more than “n” page views divided by all sessions. Recency Index (Ri) is the percent of sessions having more than “n” page views that occurred in the past “n” weeks divided by all sessions. The Recency Index captures recent sessions that were also deep enough to be measured in the Click-Depth Index. Duration Index (Di) is the percent of sessions longer than “n” minutes divided by all sessions. Brand Index (Bi) is the percent of sessions that either begin directly (i.e., have no referring URL) or are initiated by an external search for a “branded” term divided by all sessions (see additional explanation below) Feedback Index (Fi) is the percent of sessions where the visitor gave direct feedback via a Voice of Customer technology like ForeSee Results or OpinionLab divided by all sessions (see additional explanation below) Interaction Index (Ii) is the percent of sessions where the visitor completed one of any specific, tracked events divided by all sessions (see additional explanation below) Loyalty Index (Li) is scored as “1″ if the visitor has come to the site more than “n” times during the time-frame under examination (and otherwise scored “0″) Subscription Index (Si) is scored as “1″ if the visitor is a known content subscriber (i.e., subscribed to my blog) during the time-frame under examination (and otherwise scored “0″)